Download E-books Scientific Marketing in der Medizin (German Edition) PDF

By Hanns-Peter Knaebel, Moritz Wente

Scientific advertising ist die Transformation und Implementation von Ergebnissen aus der wissenschaftlichen Forschung in die Marketingstrategie eines Unternehmens. Dieser neue Marketingaspekt wird am Beispiel der Medizintechnikindustrie dargestellt, aber auch aus Perspektive der pharmazeutischen Industrie beleuchtet und mit dem Innovationsmanagement der Automobilindustrie verglichen.
Scientific advertising nimmt umfassend Einfluss auf zentrale Unternehmensbereiche, wie die strategische Planung des Produktportfolios und die Kommunikationsstrategie, während gleichzeitig  rechtliche und finanzielle Aspekte zu beachten sind, die den Handlungsrahmen vorgeben.
Das Marketingkonzept, das vor allem in der Medizintechnik zunehmend an Bedeutung gewinnt, schlägt eine Brücke zwischen Wissenschaft und advertising and marketing und soll in diesem Buch, in dem Autoren mit ganz unterschiedlichen Hintergründen zu Wort kommen, erstmalig umfassend und praxisnah dargestellt werden.

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